Samsung has scored a world first at the Sydney Festival by creating the biggest ever Bluetooth® wireless hotspot, called a BlueZone®, inside and around the Samsung Mobile Festival Garden in Sydney’s Hyde Park.

 

 The entire area of some 800-900 square metres offers free live mobile downloads to promote artists including Andrew Bird, Fourplay, Low, Mice Parade, Martin Craft and Tunng who will be performing at the Samsung Spiegeltent throughout the Sydney Festival.

 Some 20 Bluetooth access points have been networked across the area so that any patron entering the zone is invited to download videos and animations of the artists plus MP3 ringtones. The downloads also showcase the next generation of Samsung handsets.

“Tens of thousands of visitors are expected to enjoy the Sydney Festival, including people from interstate and overseas. The BlueZone takes advantage of interactive Bluetooth technology across a wide range of phones  to promote the various musical artists playing in the Samsung Mobile Festival Garden,” says  Jenny Goodridge, Head of Marketing, Telecommunications.

 “We even have two more BlueZones in the CBD inviting people to hear the artists at Hyde Park and pointing people to our website where they can download full track MP3s from our sponsored artists as well”

 All the mobile content is free for the patrons to download. Every few days the content changes according to the artists’ performance program.

 The data is managed on a secure, high speed VPN connection and statistics are made available in real time.

 Samsung can track  the responses to various download options to see which are most popular. They can also measure footfall, mobile handset types and overall effectiveness of the campaign. As a measure of security for patrons, BlueZones do not collect any user data other than make of phone and all downloads are completely free.

 “Australia leads the world in the application of mobile interactive marketing using Bluetooth® technology which is embedded in almost 80% of mobile phones,” says Adam Dunne, Sales and Marketing Director for Aura Interactive, suppliers of BlueZones technology solution.

“Because we can change content at any time, people returning to the Samsung Mobile Festival Garden can always access new free downloads and other offers.”